Mother and baby specialist Mothercare has swiftly re-merchandised its Oxford Street store following the birth of the royal baby boy yesterday introducing new products and sending congratulations to William and Kate.

Mothercare chief executive Simon Calver told Retail Week: “We didn’t want to do anything until the safe arrival [of the baby]. So for us, as soon as [the baby was delivered], we wanted to do something exciting. It’s about a fun, special occasion. Everyone’s got a spring in their step and it’s about celebrating that…It’s all about having fun, the truth is everybody’s child is a prince or princess.”

Calver said it was “hard to say” whether the royal arrival will boost trading and said predictions on the impact “may be exaggerated”. The Centre for Retail Research has forecasted a £243m boost to the high street.

However, Calver said the royal baby might have an impact on the birth rate. “You may find the bigger impact will be in nine months time,” he said.

Mothercare started ordering products, which include a blue babygrow with ‘Prince in training’ written on them, as soon as the pregancy was announced.

Calver, a father of two, also offered his advice to Kate and William. “My advice to the royals is in the first couple of weeks to spend as much time together [as possible] and make the most of being parents.”

Calver added that its Oxford Street store will undergo a refit in late summer, following on from the revamps at its Leeds and Edmonton shops. “It will be a lot more about fashion products on the first floor. Downstairs we’ll have home and travel [products], nursery and mock bedrooms, it will be pseudo Ikea but more upmarket. There’ll be more theatre in-store.”